Publication type: Article in scientific journal
Type of review: Peer review (publication)
Title: Nation branding and integrated marketing communications : an ASEAN perspective
Authors: Dinnie, Keith
Melewar, T.C.
Seidenfuss, Kai‐Uwe
Musa, Ghazali
DOI: 10.1108/02651331011058572
Published in: International Marketing Review
Volume(Issue): 27
Issue: 4
Pages: 388
Pages to: 403
Issue Date: 2010
Publisher / Ed. Institution: Emerald
ISSN: 0265-1335
Language: English
Subjects: Brand; Export; Marketing Communication; ZMM
Subject (DDC): 658.8: Marketing management
Abstract: Purpose: This paper aims to examine the extent to which the nation branding activities of export promotion organisations (EPOs), investment agencies (IAs), national tourism organisations (NTOs) and embassies follow the principle of coordination that characterises an integrated marketing communications approach. Design/methodology/approach: A qualitative exploratory approach was taken, comprising face‐to‐face in‐depth interviews with key informants from five Association of Southeast Asian Nations (ASEAN) involved in the implementation of nation branding communications in terms of export promotion, tourism, investment attraction and public diplomacy. Findings: Seven key dimensions of interorganisational coordination in a nation branding context emerge from our results. These dimensions include sector, organisation domicile, mode, strategy formulation, nature, frequency and target audience. Research limitations/implications: The relatively small dataset as well as the restricted geographic scope of the study limits the generalisability of the findings; further research is required to ascertain whether the findings of this study also apply in other settings. Practical implications: Enhanced coordination needs to occur not only between the different governmental organisations engaged in nation branding strategy, but also between those organisations and their respective private sector stakeholders.
URI: https://digitalcollection.zhaw.ch/handle/11475/10069
Fulltext version: Published version
License (according to publishing contract): Licence according to publishing contract
Departement: School of Management and Law
Organisational Unit: Institute of Marketing Management (IMM)
Appears in collections:Publikationen School of Management and Law

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